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Diet CokeIntegrated Marketing Solutions Inc.
Anthony Camp, Alexander Negle, Jamie Mencer, Curt Shaffer
Wieden and Kennedy150 Varick St.New York, NY 10013Wk.com
$36 million campaign Dodge, Kraft, Nike, Old Spice
Background
Diet Coke
Diet Pepsi
Diet Mt. Dew
Diet Dr.
Pepper
Coke Zero
0
5
10
15
20
25
Unaided Awareness
Number of Inter-viewees
Research Findings
Diet Coke
Diet Pepsi
Diet Dr.
Pepper
Diet A&W Root Beer
Diet Mt. Dew
05
101520253035
Diet Soda Preference
Percentage of In-terviewees
Research Findings
Rank 1 2 3 4 5 Response
CountAffordable Price(2.8)
28.8% (15)
19.2% (10)
13.5% (7)
19.2% (10)
19.2% (10)
52
Taste(3.67)
26.9% (14)
3.8% (2) 1.9% (1) 9.6% (5) 57.7% (30)
52
Availability(2.57)
28.8% (15)
17.3% (9)
28.8% (15)
17.3% (9)
7.7% (4) 52
Low Calories(2.86)
32.7% (17)
9.6% (5) 17.3% (9)
19.2% (10)
21.2% (11)
52
Brand(2.63)
28.8% (15)
19.2% (10)
25.0% (13)
13.5% (7)
13.5% (7)
52
Research Findings
*Top 2 category Motivators are Taste and Low Calories
Taste Low Calorie
Diet A&W Root Beer 3.31 2.69
Diet Coke 3.54 2.83
Diet Dr. Pepper 3.38 2.96
Diet Mountain Dew 3.44 2.86
Diet Pepsi 3.48 2.85
Research Findings
Positioning MapHigh Calories
Zero Calories
Good TasteBad Taste
Women ages 15-34◦ Health conscience
Frame of reference◦ Diet Pepsi, Diet Mountain Dew, etc.◦ Water, flavored water, juices, etc.
Point of Difference◦ Coke is the most recognized brand in the world
Positioning Statement
Current Creative• Commercials
• Online media
• Print/ Outdoor ads
Old Diet Coke Can New Diet Coke Can
• The coke can was designed in the early 1980’s
• We feel the old can is boring/brand• Doesn’t crab the consumers
attention
• More sophisticated and savvy
• Grabs your attention
Current Diet Coke Commercials
• We believe the “Stay Extraordinary campaign commercials can be improved
• We feel that they are promoting Diet Coke as a breakfast drink• Unhealthy• We feel it should not be a substitute for breakfast drinks• We find the commercials boring • Lack of energy or heart felt messages
Diet Cokes Webpage They are consistent with diet coke colors Style of the website is bland The First look is liking them on Facebook More focus should be put on the new design
itself They need to update their 12oz new cans They do have direct links to their online and
Facebook.
Online
Not integrated at all
Weak
Only display one ad on front page
They do have updated pictures on the new can
They don’t have a separate tab about the “Stay Extraordinary” Campaign
We feel due to the number of “likes” on the page it is a missed opportunity for the Diet Coke brand
Online
More integrated with their website
Better integrated than Facebook
They don’t tweet any deals
They tweet random stuff
People do #extraordinary
Online
• The outdoor/print ads are very integrated with the new campaign
• Somewhat integrated with the commercials for the new campaign.
• Big city atmospheres
• Displayed at bus stations, metro stations and billboards along buildings and walls
• “Stay Extraordinary” slogan is on every ad
(all print/outdoor ads are from their Facebook page under photos )
Creative Strategy Elements Target Response Before The Message:
◦ “Diet Coke has great taste and low calories.” Key Benefit:
◦ “Diet Coke really does taste great, and fits my active lifestyle.”
Creative Strategy Elements Reasons Why:
◦ Our quantitative research showed that out of 50 people surveyed Diet Coke was regarded as the best tasting soft drink. Also, the current “Extraordinary” campaign is focused on Diet Coke being a part of the consumers’ lifestyle in a large way.
Creative Strategy Elements Target Response after the Message:
◦ “I prefer Diet Coke as my daily diet soft drink.”
Hope Solo will be standing in a soccer field casually playing with a soccer ball. (kicking it in the air while alternating feet with each kick)
Lionel Messi walks up to Hope Solo with an unopened can of Diet Coke and makes bet
Lionel Messi: "Nice skills, but I bet you this Diet
Coke you can't do what I can...“
Hope Solo: "Oh yeah? What's that?"
Camera shows the Diet Coke cans on the goal line, then on the corner of the field
Camera shows the Diet Coke cans on the goal line, then on the corner of the field
Messi kicks the ball…
Lionel Messi: "Watch and learn"
…and hits the can on the goal line
Solo kicks the ball…
… and hits the can on the goal line
Hope Solo: "I believe that's a GOALLL!"
Messi kicks the ball…
…and hits the can on the corner
Lionel Messi: "Got it!"
Solo kicks the ball…
…but misses the can on the corner
Lionel Messi: "Looks like a win for me!"
Messi opens the Diet Coke and begins drinking
Once the top of the can opens Lupe Fiasco's "The show goes on" plays (:15 seconds into the song)
Screen fades to black then the words "Stay Extraordinary appear in red with the new Diet Coke can to the right of the text
Song continues playing throughout commercial
Hope Solo Outdoor Ad
Lionel Messi Outdoor Ad
Hope Solo Print Ad
Lionel Messi Print Ad
Media Plan
Media Objectives
Reach Goal◦ 80% of Target Audience
Frequency Goal◦ Cable TV = 13.85 Internet = 34 National
Magazine = 1.1 Outdoor = .45 Spot Radio = 5.7
Total: 55.1
Media Strategies
Media Mix Percentages Cable TV: 40% $ 40 Million Internet: 35% $35 Million National Magazine: 15% $15 Million Outdoor: 5% $5 Million Spot Radio: 5% $5 Million
Media Strategies Media Weight Cable TV = 40,000,000/36,100 =
1,108 Internet = 35,000,000/12,858 = 2,722
Magazine = 15,000,000/165,700 = 90 Outdoor = 5,000,000/139,740 = 36
Spot Radio = 5,000,000/10,933 = 457
Total: 4,413
Media Strategies Estimated Overall Cost Efficiencies Total CPP = 100,000,000/4,413 = 22,660
(Total Budget/Total GRPs)
Total CPM = 100,000,000 x 1,000 = 100,000,000,000/50,119,957 = 1,995.21
(Total Cost of Plan x 1,000/Total Number in Target Audience)(Target Audience from cencus.gov)
Media Strategies Budget Frequency GRPs Circulation Cost CPP CPM
Cable TV 40,000,000 13.85 1,108
MTV 44,730,000 550,000 CPP = 36,100 CPM = 12.29
VH1 50,050,000 550,000 CPP = 36,100 CPM = 10.98Comedy Central 550,000 CPP = 36,101 CPM = 23.44
E! 550,000 CPP = 36,102 CPM = 22.63
Internet 35,000,000 34 2,722
Facebook CPP = 12,858
Twitter CPP = 12,859
Website CPP = 12,860
Magazine 15,000,000 1.1 90 Cosmopolitan 3,046,000 237,000
CPP = 165,700 CPM = 7.78
Sports Illustrated 3,227,409 238,000
CPP = 165,701 CPM = 7.37
Outdoor 5,000,000 1.3 107 CPP = 46,580
Radio 5,000,000 5.7 457 CPP = 10,933
Media Schedule: Pulsing Nov. Dec. Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sep. Oct.
Cable TV
MTV
VH1
Comedy Central
E!
Internet
Website
Magazine Cosmopolitan Sports Illustrated
Outdoor
Radio
Media Budget
Integration
Evaluation of Effectiveness
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